What Others Are Doing: Consumer Decision Tree

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Assignment: Leading CPG companies have begun to recognize that the critical interface today is where the consumer meets the product in the store. Increasingly, they are conducting in-store research to provide shopper insights. This particular project focused on the development of a Consumer Decision Tree (CDT) that models shopper behavior and provides insight to the purchase decision process. DHC was engaged to conduct the in-store research, develop the CDT model, and help communicate the insights to the retail community. DHC conducted in-store observations and consumer interviews with product buyers at the point of sale. This methodology has the advantage of capturing consumers at the “moment of truth” within the context of the particular store format and merchandising conditions. In-store research also has the benefit of being highly credible with retailers. DHC employed our Consumer Decision Tree analytics to profile category buying behavior and generate a new model of the consumer decision process.

Result: The research provided important insights to consumer shopping behavior and a CDT that reflected a new, consumer-driven view of the category. The learning was used to restructure the category segments and revamp product assortment and merchandising. The participating retailers were able to offer a more consumer friendly shopping experience and increase category sales. The manufacturer achieved significant business growth and received industry recognition for category leadership and innovation. Several new product gap opportunities were also identified. DHC has conducted in-store shopper research in numerous retailers and trade classes for a broad range of product categories in Grocery, Frozen Food, OTC Drug, General Merchandise and Perishables.

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